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This depends on the target audience and the market dynamics. Some markets do a lot of shopping online, others are adapting.
Online advertising would only be successful if the audiance is tech savvy and use the internet to shop.
It is good for ad campaings of MOBILE PHONES, TABLET PCS, Computers, other electronic gadgets. It may not be that successful where the audiance is elderly and traditional. Whare people would like to have a feel of the product in a shop before buying it. To be on the safe side online ads could be part of the marketing mix but should not be the sole media of the ads.
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